While there are other musicians hailing from Edo, the culture finds a contemporary voice through Shallipopi's music. Despite the controversy surrounding his personality and the defiant and unconventional style of his art, Shallipopi has become a cultural conduit, resonating profoundly with the younger generation of Edo indigenes.

Dem say me na philosopher, I dey study philosophy—Crown Uzama (pka Sagacious Shallipopi) Book of Oscroh, circa 2023.

The Edo language, with its melodic cadence, becomes a lyrical playground for Shallipopi, allowing him to infuse his music with the authentic sounds of his heritage. The content of his lyrics definitely sways outside the Edo culture to reflect his personal realities– a reality that many resonate with and contributes to his uniqueness. Nonetheless, in each track, listeners can hear the echoes of Edo's cultural nuances, creating a sonic journey that transcends time and bridges generations. 

Moreover, Pluto Presido, Shallipopi's musical defiance, marked by a rebellious spirit, adds a contemporary flair to the traditional sounds of Edo. In the face of controversy, his art becomes a form of cultural activism, challenging norms and pushing boundaries.

For the younger indigenes of Edo, Oba Pluto becomes more than just a musician; he becomes a cultural icon. His unapologetic embrace of Edo language and traditions provides a sense of pride and identity for those navigating the complexities of modernity. In his music, they find a reflection of their own struggles, aspirations, and a celebration of the uniqueness of being Edo. His recent track with Pa Monday-Edo displays how much the younger Edo generation have been yearning for a representation in the music industry– one they can truly call their own.

The controversy surrounding Shallipopi's personality adds layers to his narrative, making him a complex and enigmatic figure in the music industry. While some may critique his methods, there is no denying the impact he has in the contemporary music scene in Nigeria.

According to a report by PricewaterhouseCoopers (PwC), Nigeria, Kenya and South Africa’s Entertainment and Media sector is poised for faster growth than the world’s average. Additionally, the report shows that in these three African countries the music industry accounts for the fastest growth and also the largest driver of growth in the Entertainment and Media sector. 

Interestingly, technology has always been a part of Afrobeats. For over the past 20 years, we'll notice the influence of the development in technology on the growth of afrobeats. From, emergence of 2 Baba's "African Queen" as the first international face of the Afrobeats movement to Burna Boy's unstoppable momentum from "Ye" off a search query coincidence on streaming platforms, Davido's "Fall," which became a crossover hit, and CKay's "Love Nwantiti (Ah Ah Ah)," which became the Despacito Moment for Afrobeats, there's no shortage of highlights in the Afrobeats revolution. 

So, what are the key drivers of this transformative influence of technology on the growth of afrobeats?

Youth Population, Internet Penetration and Afrobeats Revolution

Observers agree that the current exponential growth in the popularity of Afrobeats is driven largely by growth in youthful population and rapid internet penetration.

The youth population in Africa constitutes a remarkable 70% of the entire population and the United Nations Economic Commission for Africa (UNECA) estimates that 29% of the world’s total youth population will reside in Africa by 2050.  This demographic fact positions Africa as having the youngest population globally, and its influence is strongly felt in terms of internet usage and access within the region. This is in turn having a significant impact on economic sectors, particularly the music and film industry. 

A report published by GSMA Intelligence projects that  there will be 700 million smartphone connections in Sub-Saharan Africa by 2025. The report further showed that the region will remain the fastest growing region for mobile connections as a Compound Annual Growth Rate (CAGR) of 4.6%.  

Also, McKinsey Global Institute (MGI) estimated that the internet’s contribution to Africa’s overall GDP will grow by at least 6% by 2025, contributing 300 billion US dollars, which is 10% of the region’s entire GDP. What this means for the Afrobeats is increased popularity and increased access and amplification which will result in increased revenue for artists and other stakeholders in the Afrobeats music industry.  

Additionally, this growth in popularity and revenue for the music industry has been possible partly due to increasing investments on Africa’s telecommunication infrastructure. Particularly, Chinese telecom companies are major contributors to the development of talent in the music industry in Nigeria. For instance, several Nigerian artists are brand ambassadors for smartphone companies like Tecno (Wizkid & Tecno), Infinix (Davido), Itel (Olamide), Samsung (Joeboy), Oppo (Rema). 

Also, Tecno launched Boomplay in 2015— an African music app that aims to efficiently serve the growing demand for African music and support African artists. This app has grown to become the biggest African music app with over 60 million subscribers in Africa.

Social Media, Streaming Platforms, Charts and the Growth of Afrobeats 

Social media and streaming platforms have become powerful tools for promoting and marketing African music globally. The internet and social media platforms acted as catalysts for the widespread dissemination of music, opening up new possibilities for Afrobeat artists to connect with fans beyond geographical boundaries.

Artists can now build their fan bases, share their music, and engage with fans directly through platforms like Instagram, Twitter, Facebook, and TikTok. 

This direct interaction has helped African musicians establish personal connections with their global audience, leading to increased visibility and opportunities that allows them to influence global culture.  One of the most cited examples is CKay’s Love Nwantinti (2019) which became the most Shazamed song in the world thanks to the love it garnered on TikTok. At the height of its popularity, TikTok and Instagram users were making more than 10 million videos a week using the song. 

Also, Streaming services have played a crucial role in Afrobeats' global popularity. The ease of accessing music through platforms like Spotify and Apple Music facilitated the genre's expansion to diverse international audiences. 

African artists made about $300 million from streaming platforms in 2021. This number is estimated to reach $500 million by 2025.  Additionally, Spotify in a recent website launch reported that Afrobeats has recorded a massive 550% increase of streams on its platform since 2017 and over 13 billion streams in 2022. 

To date, one of the most streamed songs of all time is One Dance, an Afrobeats song by Drake, with a cameo from Wizkid which has surpassed 2 billion streams on Spotify. This is a reflection of the boost Afrobeats artists stand to get from working with American pop stars.

More instances include Wizkid’s Essence, featuring Tems, charting in the top ten of the Billboard 100 after a remix with Justin Bieber. Fireboy's Peru remix with Ed Sheeran and Rema's Calm Down remix with Selena Gomez are also major wins for Afrobeats aided by the rise of technology. 

The popularity of these songs amongst audiences in the UK and US has led to the creation of official charts like the Billboard Afrobeats chart— America’s first ever Afrobeats chart launched in 2022 by Billboard in partnership with festival company Afro Nation. This chart ranks the top 50 Afrobeats songs in the US based on streaming, airplay and physical sales. 

Similarly, Official Charts Company created UK's Afrobeats Chart compromising the UK’s biggest Afrobeats songs of the week based on sales and streams across a seven day period. This buttresses the influence of technology in pushing Afrobeats as the fastest growing genre in Western pop culture. 

Technology and Afrobeats Marketing 

The rise of technology has also had a major impact on the landscape of music marketing. In the past, music marketing was largely focused on traditional media outlets like radio and television. However, the rise of online platforms has led to a shift in focus towards digital marketing. 

Digital marketing strategies for Afrobeat artists and labels now include things like social media marketing, influencer marketing, and paid advertising. These strategies have helped to increase the visibility of Afrobeat artists and their music, and have led to a significant increase in the genre's global popularity.  

Also, the entire marketing cocktail of Afribeats is now supported by data. Independent artists, their teams, and specialized creators have benefited from this. In the Afrobeats scene, technology has proven crucial to marketing campaigns for live performances and tours. Even emerging bands can now sell out venues in the most remote regions of the globe thanks to data-driven business decisions! The outcomes can be seen in numerous underdog success stories, such as rapper BlaqBonez's use of TikTok and relevant content to score a number of hit recordings, sell out a headline event in the center of Lagos, and secure numerous brand sponsorships.

As a result of the rise of online platforms, Afrobeat has become one of the most popular genres of music in the world. In 2022, Afrobeats was the most-streamed genre of music on Spotify in Nigeria, Ghana, and Kenya. It was also the third-most-streamed genre of music in the United States pointing to the influence of data/technology-driven marketing. 

As technology advances, more digital marketing tools would evolve which would help play a significant role in spreading Afrobeats globally. These platforms and tools will continue to provide opportunities for artists to reach wider audiences, connect with fans, and showcase their creativity.

Technological advancement and the Afrobeats music revolution

The music industry has undergone a dramatic transformation due to technological advancements. From vinyl records to digital downloads, the timeline of music technology has continually evolved. The digitization of music allowed for easy access and distribution, empowering artists to reach global audiences with their work. 

Also, technological advancements in music production tools and recording equipment have empowered African artists to create high-quality music independently. Affordable digital audio workstations (DAWs), virtual instruments, and home recording setups have reduced the barriers to entry, enabling artists to produce professional-sounding music from their own homes or local studios. This has contributed to a surge in creativity and diversity within the Afrobeats music industry. For instance, the new surge of Afropiano— considered the hybrid of West-African Afrobeats and South African Amapiano— has technology to thank for its growth. 

Furthermore, technology has expanded the reach of African music festivals and live performances. With live streaming capabilities, audiences from around the world can experience African music festivals and concerts in real time, creating a virtual global community. This exposure has not only increased the visibility of African artists but has also attracted international audiences to attend these events in person, leading to economic and cultural exchanges.

The impact of technology on Afrobeats has also democratized opportunities and increased its profitability. It has successfully eliminated the middlemen. Without having to travel great distances, producers, songwriters, instrumentalists, A&Rs, distributors, and artists can collaborate globally. Services can be paid for without a lot of red tape and label complexity. 

There's no denying that advances in technology have had a transformative influence on Afrobeats' rapid rise from underground obscurity into one of today’s most popular genres - making it accessible anywhere anytime!

However, there are still some challenges concerning access to finance and breaking even in the industry. 

Afrobeats and Challenges Associated with Technology

The Afrobeats digital transformation has not been without its challenges for Afrobeat. Issues of copyright infringement and piracy have posed threats to artists' livelihoods, requiring new solutions, especially government-backed policies to protect their intellectual property.

For several decades, these challenges have reduced returns on investments and minimized the revenue levels of artists, music producers, and many stakeholders participants in the music industry. 

Furthermore, striking a balance between preserving the genre's traditional elements and embracing modern technology has been an ongoing debate. Moreover, the impact of social media on artists' mental health and public image calls for responsible and ethical use of these platforms.

Also, which is major in recent discussion, is the streaming farm epidemic. The sheer desire for streaming statistics to prove success has become a norm, giving rise to desperate backdoor measures. Streaming farms also connected to the routine practice of buying likes, comments, and retweets on social media in a bid to increase their commercial appeal. Although this hurts artists' overall impact, it has become a sought-after solution to indicate progress. 

Conclusion : The Future of Afrobeats and Technology

From tools that create the melodies, to larger label strategic decisions, to playlisting, branding, and music marketing campaigns, technology is having a seismic impact on the growth of Afrobeats across the globe.

Looking ahead, technology will continue to shape the future of Afrobeat. Emerging trends such as artificial intelligence-generated music and virtual reality experiences hold potential for enhancing the genre's creativity and audience engagement. Predictions for Afrobeats' growth suggest that it will further solidify its position as a global musical force, while maintaining a deep-rooted connection to its cultural authenticity.

As the world becomes more connected through technology and digital platforms, Afrobeats artists will have increased opportunities to collaborate with international artists, resulting in more cross-genre fusions and global hits. This exposure will continue to broaden the appeal of Afrobeats and solidify its position in the global music industry.

Throughout its history, African music has always been respected going all the way back to Fela Kuti, King Sunny Ade, Ladysmith Black Mambazo, and Angélique Kidjo amongst others. But these artists enjoyed limited popularity due to their restriction to a certain part of the industry. Today, African sound has now become part of the pop sound in the UK. Check out: the History of Afrobeats.

African music, especially Afrobeats, has seen an unprecedented surge in popularity in recent years, from streaming platforms to live performances, and mainstream pop acts such as Ed Sheeran, Selena Gomez, Christ Brown Justin Bieber and Rihanna (who co-wrote the Black Panther: Wakanda Forever smash Life Me Up with Tems) have been lining up to collaborate with afrobeats stars. The music has gone from a continental frenzy to a global phenomenon, making global superstars out of artists such as Wizkid, Rema, Burna Boy,  Davido, Tiwa Savage, Tems, and Mr Eazi amongst others. And the sounds have been wholeheartedly embraced by the UK and the world at large. 

Global Recognition

Afrobeats is a vital component of African cultural expression and often celebrate African identity. Through its rich and vibrant rhythms, Afrobeats is bringing Africans and the diaspora together.  Nigerian artists have blazed a trail for the continent's musicians through their music in the past decade. 

Interestingly, Afrobeats has become one of Africa's biggest cultural exports, influencing the music scene in Africa and around the world. It has enabled the African diaspora to maintain their cultural ties to the continent as the sound and genre spread globally. 

Furthermore, Afrobeats is making the world listen to African music and bringing attention to the continent's rich cultural heritage. Madonna and Ed Sheeran, for example, are said to be drawn to the genre's sound. 

The genre used to be lumped into the category of ‘World Music’— a category criticized as a dump for anything of non-Western origin. But that has changed. Now, just as K-pop has, African music is taking over the world, driven by Gen Z’s love of stars from Wizkid to Burna Boy to Tems. 

This has been reflected in the official charts where acts like Burna Boy, Rema, Fireboy, Ckay, Libianca and Rema have has top-charting songs and even platinum. Also the creation of an Official UK Afrobeats Charts and Billboard Afrobeats charts give credence to Afrobeats as a force to reckon with. Most incredibly, the creation of Grammy's New Best African Music Performance category shows that African music is commanding attention. 

Afrobeats: A Bridge Between Cultures

Afrobeats has emerged as a powerful tool of soft power for African nations, particularly Nigeria. Sometimes compared to the Korean Wave also known as Hallyu, Afrobeats artists have been able to promote African culture, traditions, and values to the world, fostering a sense of pride and identity among Africans and the African diaspora.

Additionally, Afrobeats has become a bridge that connects cultures across continents. As the genre gains popularity, collaborations between Afrobeats artists and international musicians have become increasingly common. This exchange of ideas and sounds has led to a cultural fusion that transcends borders and brings people from diverse backgrounds together through the universal language of music. From Rema's Calm Down to Fireboy's Peru, Asake's multiple hits and Burna Boy's City Boy amongst others. 

Evidently, Afrobeats has found fans worldwide, from Africa to the Americas, Europe, and beyond, capturing the attention of a truly global audience.

While a lot of the big names in African music are making waves internationally, the UK is also experiencing a rise in exciting home-grown talent with African roots, such as Shaybo, Pa Salieu, J-Hus, Santan Dave, Backroad Gee, Gwamz, and Lucianne amongst others all of who draw from their African heritage to produce unique contemporary sounds. 

Impact of Afrobeats on Dance and Fashion

Afrobeats has had a significant impact on global dance and fashion trends. African dance has always been an integral component of African culture and is often used to celebrate festivity and special occasions. Afrobeats music has given African dance a global platform, making it more visible, accessible and celebrated around the world.

Afrobeats-inspired dance trends have been emerging over the past few years, driven largely by the popularity of the music genre. The dance moves often reflect the rhythm and feeling of the music. Some of them have become viral on social media, inspiring millions of people around the world. 

Asake x Flaunt Magazine 

For example, "zanku" is a Nigerian dance style, which has taken the world by storm. It is a combination of legwork and shuffling with hands over the head. Dance moves like the Azonto, Shaku Shaku, and several other legworks have become widely performed in music videos. 

Afrobeats dance trends are not restricted to Africa alone. In fact, it has created a sense of cultural openness around the world, thanks to the genre's popularity. Dance workshops and classes specializing in Afrobeats dance have become more common in many parts of the world. Dance choreographers combine traditional African dance styles with contemporary dance styles to create unique and expressive dance routines.

Also, African-inspired prints, vibrant colors, and traditional attire have gained popularity in the fashion industry. The fashion side of the has been termed alté subculture. It is a thriving subculture espousing the ideology that encourages young Nigerians to tap into honest self-expression — essentially dressing based on personal sensibilities as opposed to traditional socio-cultural dictates of the country. 

This has been a recurring theme in African music from Fela's sequined/Ankara tight pants with tight shirts to Majek Fashek's typical Rastafarian outfits. There are also more contemporary styles like D’banj's shirtlessness as a sex symbol to P'Squares Michael Jackson’s form-fitting, militant clothing and other unique styles by Tiwa Savage, Ayra Starr, Tems, Wizkid, Omah Lay, Yemi Alade, Burna Boy and Seyi Shay amongst others, some of which have stirred controversies, but has been integrated into global culture.

Afrobeats at Global Performances and Festivals 

The popularity of African music has also translated into ticket sales – African artists travelling across the world to the UK, US, Asia (India and Saudi Arabia) and across Europe have seen huge demand for live shows. Wizkid sold out the first date of his 2021 Made in Lagos tour at the O2 in just 12 minutes, placing him on an elite list of artists including the Spice Girls and Rolling Stones.

Burna Boy, Tiwa Savage, Davido have also sold out the Brixton Academy and performed in stadiums, elite events like the coronation of King Charles earlier this year, the World Cup and Champions League. And more recently, it was Rema the Ballon D'or ceremony. 

Tiwa Savage’s epic performance at King Charles III’s coronation concert 

This isn't to say it's always glitz and glamour. One of Nigeria’s brightest stars and blazing new cat, Asake, sodd out his first show at Brixton Academy in December 2022 in five minutes. The demands were so high his team had to add two additional shows. Unfortunately, his final show was marred with tragedy—though it had nothing to do with the artist— as two women died and others were injured in a crush at the venue because demand exceeded capacity.

What is clear is the increasing demand for Afrobeats. Also, music festival like Afro Nation have helped to cement the status of headlining African artists. This shows the music world that African artists in the diaspora and back home in the continent, are capable of carrying big festivals across the world, the same way they have been doing in their respective countries. This has now inspired promoters and big brands to back similar festivals across the world.

Social Media, Streaming Platforms and Afrobeats

Social media platforms like TikTok and Instagram are also helping the surge in visibility, such as for Nigerian singer Arya Starr with her track Rush, Ckay's Love Nwatintin, Burna Boy's Last Last amongst many others. 

@Macks.ellies. Ayra Starr on Times Square

While there is still a long way to go, streaming platforms have also helped the growth of music from the continent. Big streaming services have now entered the market, with Spotify’s footprint now in over 40 territories and Apple Music are curating playlists with local editors and offering dedicated African pages.

Spotify in a recent analysis showed that Afrobeats has grown with over 30 billion streams on its platform since 2017. Similarly, one of Spotify’s most popular playlists, African Heat, which has over a million likes, is curated with tracks from the continent that are making the most noise, and regularly acts as a launch pad for the next big hits across afrobeats, African house, amapiano and other African genres.

Conclusion

In every aspect, from internet to live shows, charts to popular culture, Afrobeats has made its mark on global culture—and demand continues to grow. Most importantly, its recognition as a unique genre worthy of a separate chart category is a massive W but its influence is expected to grow even further. As the world becomes more connected through technology and digital platforms, Afrobeats artists will have increased opportunities to collaborate with international artists, resulting in more cross-genre fusions and global hits. This exposure will continue to broaden the appeal of Afrobeats and solidify its position in the global music industry.

https://www.gblagos.com/

@dharmie_gb

@gblagos

@gblagos.art